Zeyu Li

Zeyu Li · Visual Designer & Creative Strategist

Campaigns with craft.Systems that scale.

I turn business goals into campaigns, design systems, and digital experiences people can actually use—and teams can keep building on.

lizeyu09@hotmail.com
1,000+assets kept on brand with reusable systems
15–20%faster production after rebuilding the workflow
7 channelsshaped around one clear campaign idea

Featured Work

Selected projects
Leslie's01

Figma Transition

Leslie's brand guidelines shown across printed books
Design OpsSystems Lead2023

15–20% faster production. I helped the team leave scattered Adobe files behind and built a shared Figma workflow with reusable libraries, clearer reviews, and cleaner handoffs.

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Modular email design system for Leslie's
Leslie's02

Email Design System

Design SystemSystems Design2023

One system supporting 1,000+ assets. I turned one-off email builds into a modular kit a lean team could use without reinventing every send.

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Customer browsing Leslie's campaign creative on an iPad beside a pool
Leslie's03

Integrated Campaign Creative

Brand CampaignCreative Lead2024

One idea, seven channels. I set the visual direction and built a flexible campaign system that stayed recognizable from inbox to storefront.

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Leslie's water analysis report project
Leslie's04

Water Analysis Report

Information DesignLayout & System2024

I turned a page of pool chemistry into a clear answer: what is wrong, what to do next, and why the recommendation can be trusted.

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Ergonomic vertical mouse studio render
05

Ergonomic Mouse Design

Industrial DesignProduct Design2021

A vertical mouse shaped around the way a hand naturally rests, developed through human-factors research, clay prototypes, CAD, and rendering.

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More from the studio

Product & 3D design
ProX smart water bottle — product concept render
ProX · Smart bottle concept
Glossy spherical enclosure concept with a chrome handle
Two smartphones rendered — a textured back and a fingerprint-marked glass front
Pillar handheld device concept, shown front and back
Writing instrument — product concept render
Writing instrument · Render
Stella hand-sanitation station — concept presentation board
Mid-century lounge chair — grey upholstery on a walnut frame
Whisky tumblers with spherical ice — a glass and light study
Sora air purifier concept — planter on top, wireless charging at the base
Product concept visualization render
Concept · Visualization
Portrait of Zeyu Li
About

I like making the work—and making the way we work better.

I'm a visual designer and creative strategist at Leslie's. I started by producing retail assets and grew into setting creative direction across email, web, paid social, print, and in-store.

Along the way, I built the Figma and email systems behind a high-volume program. My background is in industrial design, so I naturally look for the structure behind the surface: how pieces fit together, where a process slows down, and what would make the next round easier. I use AI when it genuinely helps, but never as a substitute for judgment or craft.

  • Brand campaigns
  • Design systems
  • Email & lifecycle
  • Paid social & ads
  • Web creative
  • Retail marketing
  • Creative strategy
See résumé